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Smartphone and Tablet Gaming - UK - April 2014

“Mintel data strongly imply that in recent years, smartphone usage was exceptionally high for many activities – including gaming – not because consumers instinctively enjoyed carrying out the activities on their phones, but because the small-screened devices were – in the absence of tablets – the best available option for portable computing.”

– Samuel Gee, Senior Technology and Media Analyst

Some questions answered in this report include:

  • Has smartphone growth stalled?
  • What percentage do freemium players contribute to revenue?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK app and game revenue from the Apple App Store and Google Play Store, 2012-14
            • Market factors
              • Smartphone growth stalls, but tablets remain on an upward incline
                • Games still dominate the biggest app stores
                  • OFT regulates in-app purchases and data sharing
                    • Companies, brands and innovation
                      • The consumer
                        • Smartphone and tablet OS used
                          • Figure 2: OS on consumer smartphones, February 2014
                          • Figure 3: OS on consumer tablets, February 2014
                        • Gaming frequency by device
                          • Figure 4: Smartphone and tablet gaming frequency, February 2014
                        • Games played on devices
                          • Figure 5: Games played on smartphones and tablets, February 2014
                        • Factors that would increase gameplay
                          • Figure 6: Factors that might induce consumers to play more smartphone or tablet games, February 2014
                        • What we think
                        • Issues and Insights

                            • Smartphone growth has stalled
                              • The facts
                                • The implications
                                  • 0.15% of freemium players contribute 50% of revenue
                                    • The facts
                                      • The implications
                                      • Trend Application

                                          • Trend: Prepare for the Worst
                                            • Trend: Suite Life
                                              • Mintel futures: Generation Next
                                              • Market Drivers

                                                • Key points
                                                  • Smartphone growth stalls, but tablets remain on an upward incline
                                                    • Figure 7: Ownership of smartphones, tablets, computers and e-readers, November 2009-December 2013
                                                  • Smartphones and tablets converge in size
                                                    • Games still dominate the biggest app stores
                                                      • Figure 8: Number of games in the top 10 and top 50 most downloaded free, paid and top grossing apps in the UK Apple App, Google Play, Amazon App and Windows Phone Stores, March 2014
                                                      • Figure 9: Manufacturers of tablets owned by consumers or present in consumer households, by brand, June 2013
                                                    • Google Play Games should bring a more cohesive experience for Android
                                                      • Big publishers look to extend the console experience into portable devices
                                                        • OFT regulates in-app purchases and data sharing
                                                            • Figure 10: Number of apps in the 100 top grossing apps on the Apple App Store and Google Play Store, and the top 100 downloaded free apps on the Amazon Appstore that feature in-app purchases, March 2014
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Sony allows for DualShock 3 capability on Xperia smartphones
                                                              • Nokia Lumia game Dragons Adventure utilises GPS to simulate the real-life journey being made
                                                                • New ad revenue platform should boost attention
                                                                  • Apple iOS 7 support for MFi game controllers
                                                                  • Market Size, Segmentation and Share

                                                                    • Key points
                                                                      • Market growth shows no sign of slowing
                                                                        • Figure 11: App and game revenue from the Apple App Store and Google Play Store, 2012-14
                                                                      • UK iOS revenue: three quarters-freemium
                                                                        • Figure 12: iOS revenue share by business model, by territory, for apps sold for tablets and smartphones January 2014
                                                                      • Games usage increases 66% year on year
                                                                        • Figure 13: Year-on-year growth in usage of mobile applications, by category, 2012-13
                                                                      • 0.15% of all freemium players contribute 50% of all revenue
                                                                        • Figure 14: Total number of freemium game users who made an in-app purchase during January 2014, and the number of purchases made
                                                                        • Figure 15: Consumers who made an in-app purchase by percentile of total revenue generated, January 2014
                                                                      • iOS users most likely to have games downloaded
                                                                        • Figure 16: Number of mobile games installed per smartphone, by OS, November 2013
                                                                        • Figure 17: Consumer ownership of Android and iOS devices for gaming, March 2014
                                                                      • BlackBerry owners rely on pre-loaded games
                                                                        • Figure 18: Origin of games played on smartphones, November 2013
                                                                        • Figure 19: Consumer ownership of Android and iOS devices for gaming, and likelihood of having played a game, March 2014
                                                                      • Google Play Games will boost Android social activity
                                                                        • Figure 20: Social activity within games, by OS, November 2013
                                                                    • Channels to Market

                                                                      • Key points
                                                                        • App store discovery supreme for all OS
                                                                          • Figure 21: Ways in which games were discovered, by smartphone OS, November 2013
                                                                          • Figure 22: Smartphone OS, by ways in which games were discovered, November 2013
                                                                          • Figure 23: Ways in which games were discovered, by gender, March 2014
                                                                          • Figure 24: Ways in which games were discovered, by age and gender, March 2014
                                                                      • Companies and Products

                                                                          • EA Mobile
                                                                              • Figure 25: Key financials for Electronic Arts Limited, 2011 and 2012
                                                                              • Figure 26: Mobile revenue as a proportion of total revenue for Electronic Arts Inc., Q3 2013-Q3 2014
                                                                            • Gameloft
                                                                                • Figure 27: Key financials for Gameloft, H1 2012 and H1 2013
                                                                                • Figure 28: Sales performance for Gameloft, 2012 and 2013
                                                                                • Figure 29: Key financials for Gameloft (UK) Limited, 2011 and 2012
                                                                              • Gung Ho
                                                                                  • Figure 30: Key financials for GungHo Online Entertainment, Inc., 2012 and 2013
                                                                                • Rovio
                                                                                    • Figure 31: Key financials for Rovio Entertainment Ltd., 2011 and 2012
                                                                                  • Supercell
                                                                                      • Figure 32: Key financials for Supercell, 2012 and 2013
                                                                                    • TeamLava
                                                                                      • Zynga
                                                                                          • Figure 33: Key financials for Zynga, 2012 and 2013
                                                                                          • Figure 34: Daily and monthly active users for Zynga, Q4 2012-Q4 2013
                                                                                      • The Consumer – Smartphone and Tablet OS Used

                                                                                        • Key points
                                                                                          • Android bias less present in tablets
                                                                                              • Figure 35: OS on consumer smartphones, February 2014
                                                                                              • Figure 36: OS on consumer tablets, February 2014
                                                                                            • Younger consumers more likely to own iOS phones, but not tablets
                                                                                                • Figure 37: Smartphone OS owned by consumers, by age, February 2014
                                                                                                • Figure 38: Tablet OS owned by consumers, February 2014
                                                                                              • Over half of dual-device owners stick to one OS
                                                                                                • Figure 39: Multiple device ownership by phone and tablet OS, February 2014
                                                                                                • Figure 40: Ownership of tablets, by ownership of smartphones, February 2014
                                                                                                • Figure 41: Ownership of smartphone devices, by ownership of tablet devices, February 2014
                                                                                            • The Consumer – Gaming Frequency by Device

                                                                                              • Key points
                                                                                                • Tablet users much more frequent gamers
                                                                                                  • Figure 42: Smartphone and tablet gaming frequency, February 2014
                                                                                                • Age still the primary differentiator in activity
                                                                                                  • Figure 43: Smartphone gaming frequency, by age, February 2014
                                                                                                  • Figure 44: Tablet gaming frequency, by age, February 2014
                                                                                                • Teenagers exert slightly more influence on tablet gaming
                                                                                                  • Figure 45: Smartphone gaming frequency, by presence of children in the household, February 2014
                                                                                                  • Figure 46: Tablet gaming frequency, by presence of children in the household, February 2014
                                                                                              • The Consumer – Games Played on Devices

                                                                                                • Key points
                                                                                                  • Little difference between smartphone and tablet
                                                                                                      • Figure 47: Games played on smartphones and tablets, February 2014
                                                                                                    • Women more likely to play smartphone single player and arcade games
                                                                                                      • Easier to sell multiplayer gamers a single player diversion than vice versa
                                                                                                        • Opportunity for horror/multi-player crossover
                                                                                                          • Figure 48: Proportion of tablet gamers that have also played multiplayer games on tablet devices, February 2014
                                                                                                        • iOS mulitplayer bias across devices will fade with Google Play Games
                                                                                                          • Figure 49: Proportion of smartphone and tablet users that play multiplayer games, February 2014
                                                                                                      • The Consumer – Factors That Would Increase Gameplay

                                                                                                        • Key points
                                                                                                          • Battery the most limiting concern
                                                                                                              • Figure 50: Factors that might induce consumers to play more smartphone or tablet games, February 2014
                                                                                                            • A fifth of gamers want a larger screen
                                                                                                              • A quarter may enjoy ARGs
                                                                                                                • No real variations by OS
                                                                                                                  • Only 9% would play more with a physical controller
                                                                                                                    • Figure 51: Consumer desires for a physical controller to play smartphone games with, February 2014
                                                                                                                • Appendix – Smartphone and Tablet OS Used

                                                                                                                    • Figure 52: OS of the smartphone owned by consumers, February 2014
                                                                                                                    • Figure 53: OS of the tablet owned by consumers, February 2014
                                                                                                                    • Figure 54: OS of the tablet owned by consumers, by OS of the smartphone owned by consumers, February 2014
                                                                                                                    • Figure 55: OS of the smartphone owned by consumers, by OS of the tablet owned by consumers, February 2014
                                                                                                                    • Figure 56: Unified OS users, February 2014
                                                                                                                    • Figure 57: OS of the smartphone owned by consumers, by demographics, February 2014
                                                                                                                    • Figure 58: OS of the tablet owned by consumers, by demographics, February 2014
                                                                                                                    • Figure 59: Most popular unified OS combinations, by demographics, February 2014
                                                                                                                    • Figure 60: Next most popular unified OS combinations, by demographics, February 2014
                                                                                                                • Appendix – The Consumer – Gaming Frequency by Device

                                                                                                                    • Figure 61: Frequency with which consumers game on smartphones, February 2014
                                                                                                                    • Figure 62: Frequency with which consumers game on tablets, February 2014
                                                                                                                    • Figure 63: Frequency with which consumers game on smartphones, by OS of the smartphone owned by consumers, February 2014
                                                                                                                    • Figure 64: Frequency with which consumers game on tablets, by OS of the tablet owned by consumers, February 2014
                                                                                                                    • Figure 65: Frequency with which consumers game on smartphones, by demographics, February 2014
                                                                                                                    • Figure 66: Other frequencies with which consumers game on smartphones, by demographics, February 2014
                                                                                                                    • Figure 67: Frequency with which consumers game on tablets, by demographics, February 2014
                                                                                                                    • Figure 68: Other frequencies with which consumers game on smartphones, by demographics, February 2014
                                                                                                                • Appendix – The Consumer – Games Played on Devices

                                                                                                                    • Figure 69: Types of games played on smartphones, February 2014
                                                                                                                    • Figure 70: Types of games played on tablets, February 2014
                                                                                                                    • Figure 71: Types of games played on smartphones, by most popular types of games played on smartphones, February 2014
                                                                                                                    • Figure 72: Types of games played on smartphones, by next most popular types of games played on smartphones, February 2014
                                                                                                                    • Figure 73: Types of games played on smartphones, by OS of the smartphone owned by consumers, February 2014
                                                                                                                    • Figure 74: Types of games played on smartphones, by the frequency with which consumers game on smartphones, February 2014
                                                                                                                    • Figure 75: Types of games played on smartphones, by other frequencies with which consumers game on smartphones, February 2014
                                                                                                                    • Figure 76: Types of games played on tablets, by most popular types of games played on tablets, February 2014
                                                                                                                    • Figure 77: Types of games played on tablets, by next most popular types of games played on tablets, February 2014
                                                                                                                    • Figure 78: Types of games played on tablets, by OS of the tablet owned by consumers, February 2014
                                                                                                                    • Figure 79: Types of games played on tablets, by frequency with which consumers game on tablet, February 2014
                                                                                                                    • Figure 80: Most popular types of games played on smartphones, by demographics, February 2014
                                                                                                                    • Figure 81: Next most popular types of games played on smartphones, by demographics, February 2014
                                                                                                                    • Figure 82: Other types of games played on smartphones, by demographics, February 2014
                                                                                                                    • Figure 83: Most popular types of games played on tablets, by demographics, February 2014
                                                                                                                    • Figure 84: Next most popular types of games played on tablets, by demographics, February 2014
                                                                                                                    • Figure 85: Other types of games played on tablets, by demographics, February 2014
                                                                                                                • Appendix – Factors that Increase Gameplay

                                                                                                                    • Figure 86: Factors that would increase gameplay, February 2014
                                                                                                                    • Figure 87: Factors that would increase gameplay, by OS of the smartphone owned by consumers, February 2014
                                                                                                                    • Figure 88: Factors that would increase gameplay, by OS of the tablet owned by consumers, February 2014
                                                                                                                    • Figure 89: Factors that would increase gameplay, by most popular factors that would increase gameplay, February 2014
                                                                                                                    • Figure 90: Factors that would increase gameplay, by next most popular factors that would increase gameplay, February 2014
                                                                                                                    • Figure 91: Consumer attitudes to gaming on a mobile device with a dedicated controller, February 2014
                                                                                                                    • Figure 92: OS of the smartphone owned by consumers, by most popular consumer attitudes to gaming on a mobile device with a dedicated controller, February 2014
                                                                                                                    • Figure 93: OS of the smartphone owned by consumers, by next most popular consumer attitudes to gaming on a mobile device with a dedicated controller, February 2014
                                                                                                                    • Figure 94: OS of the tablet owned by consumers, by most popular consumer attitudes to gaming on a mobile device with a dedicated controller, February 2014
                                                                                                                    • Figure 95: OS of the tablet owned by consumers, by next most popular consumer attitudes to gaming on a mobile device with a dedicated controller, February 2014
                                                                                                                    • Figure 96: Frequency with which consumers game on smartphones, by most popular consumer attitudes to gaming on a mobile device with a dedicated controller, February 2014
                                                                                                                    • Figure 97: Frequency with which consumers game on smartphones, by next most popular consumer attitudes to gaming on a mobile device with a dedicated controller, February 2014
                                                                                                                    • Figure 98: Frequency with which consumers game on tablet, by most popular consumer attitudes to gaming on a mobile device with a dedicated controller, February 2014
                                                                                                                    • Figure 99: Frequency with which consumers game on tablet, by next most popular consumer attitudes to gaming on a mobile device with a dedicated controller, February 2014
                                                                                                                    • Figure 100: Consumer attitudes to gaming on a mobile device with a dedicated controller, by most popular consumer attitudes to gaming on a mobile device with a dedicated controller, February 2014
                                                                                                                    • Figure 101: Consumer attitudes to gaming on a mobile device with a dedicated controller, by next most popular consumer attitudes to gaming on a mobile device with a dedicated controller, February 2014
                                                                                                                    • Figure 102: Most popular factors that would increase gameplay, by demographics, February 2014
                                                                                                                    • Figure 103: Next most popular factors that would increase gameplay, by demographics, February 2014
                                                                                                                    • Figure 104: Most popular consumer attitudes to gaming on a mobile device with a dedicated controller, by demographics, February 2014
                                                                                                                    • Figure 105: Next most popular consumer attitudes to gaming on a mobile device with a dedicated controller, by demographics, February 2014

                                                                                                                Companies Covered

                                                                                                                • Apple, Inc
                                                                                                                • Electronic Arts, Inc
                                                                                                                • Facebook, Inc.
                                                                                                                • Fédération Internationale de Football Association
                                                                                                                • Gameloft (USA)
                                                                                                                • Google, Inc.
                                                                                                                • Hasbro Inc
                                                                                                                • Intel Corporation
                                                                                                                • LG Electronics Inc (USA)
                                                                                                                • Mattel Inc.
                                                                                                                • Mercedes-Benz UK
                                                                                                                • Namco Bandai Holdings (USA)
                                                                                                                • Nokia Corporation (UK)
                                                                                                                • Rovio Entertainment Oy
                                                                                                                • Sanrio Company USA
                                                                                                                • Twitter, Inc.
                                                                                                                • Vivendi Universal S.A.
                                                                                                                • YouTube, Inc.
                                                                                                                • Zynga

                                                                                                                Smartphone and Tablet Gaming - UK - April 2014

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